If you're in Brazil you might just be confronted by the racist comments you post online. In fact, you might see them on your morning commute. A recent campaign in the country is trying to tie real-world consequences to online racism by putting people's racist online comments up on billboards where they live for everyone to see.

Last summer, on the National Day to Combat Racial Discrimination, a news channel's Facebook page was bombarded with racist comments about their weather presenter who just so happens to be black. Criola, a nonprofit that helps black women in Brazil, decided to take those comments offline to examine the consequences they have on both the person making them and the person receiving them.

To do that they took the comments and plastered them on billboards (obscuring the names and pictures of the people making the comments). Not only that, but they used the geotags associated with the posts to put the billboards up in the neighbourhoods of the people who made the comments.

The idea of drawing the online world into the real world to demonstrate the impacts they have on each other is interesting. I'd be interested to see if this actually caused the self-reflection it is trying to or if it would be seen as a megaphone for racists. I'm hopeful it's the former.